Webinar, US-Mattress Talks Social Q&A
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USMa&ress Talks Social Q&A Wednesday, January 23, 2013
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Join Jamie Braxton, Marketing Manager for US-Mattress and John Swords, TurnTo's VP of Product as they discuss the social commerce goals and challenges Jamie faced on his sites, why Social Q&A was a solution and how it is working for them now.
Transcript of Webinar, US-Mattress Talks Social Q&A
US-‐Ma&ress Talks Social Q&A
Wednesday, January 23, 2013
Speakers
Jamie Braxton, Marke;ng Manager, US-‐Ma?ress Jamie graduated with a B.S. in Business Administra;on with a double major in Marke;ng and Logis;cs from Central Michigan University. He has been with US-‐Ma?ress for the last five years, star;ng with a role in the web department. Now the Marke;ng Manager, he manages paid search, social media, analy;cs, display ads, email marke;ng, and developing strategic partnerships with new and innova;ve technologies to help growth.
John Swords, VP of Product, TurnTo John has been developing products in the emerging social technology space for more than 17 years. Swords was most recently co-‐founder and “Ringleader” at Circus, an award-‐winning technology firm, where he developed first-‐of-‐its-‐kind social applica;ons for brands such as Cisco Systems, Red Bull, American Express, and KraX Foods.
Agenda
• Challenges and Goals • Why Q&A • Vendor Selec;on Process • Hands on with TurnTo
Challenges and Goals Challenges • Reviews • Duplicate content • Limited interac;on
Goals • Provide alterna;ve • Create interest on product pages • Enable customer interac;on and dialog
Why Q&A
• Alterna;ve to Reviews • Fresh content • Useful interac;on for shoppers • Honest
Vendor Selec;on Process
• Yahoo! and Magento store friendly? • SEO friendly? • Compe;;ve price? • Customer interac;on? – at the end of the day, customer interac=on is super important
Hands on with TurnTo
• Simple to use • Modera;on – no need to worry about nega;vity or vulgarity
• No;fica;ons – Come through immediately
– Quick/easy to respond
• Filters – Radio bu?ons to sort ques;ons
TurnTo Modera;on Flow
Ques=on Submi&ed
Hide filter?
Post-‐ only filter?
Post and send
Hidden Posted on product Page only
OK OK
Manual review
Sent to past customers
and posted on product page
Social answers
Staff answers
No social answers
• Ability to see real conversa;ons
• Different types of ques;ons
Success
UGC • 30 new pieces of UGC for every 100 items purchased
Conversion • 13x the baseline for people who read exis;ng Q&A dialog
